The Improvement Of Skincare Brand N's Distribution Channels

More and More competition and challenge that never appeared before are coming in retail trade in China. The retail distribution channels has complicated and various development because of the competition between the traditional channels and modern retail channels. In recent China, the development of distribution channels is dynamic and diversiform, so consumable companies tend to build two or above distribution channels to deliver their products to consumer, there comes the channel conflicts. How to manage the distribution channels conflicts is the most important thing for consumable's manufacturer.The cosmetic trade in China has come through a very fast development period since 1980s, and now the increase speed rate keep in 12.9% a year. With the opening market and China entering into World Trade Organization (WTO), the global cosmetic companies, Chinese cosmetic companies are all want win in China which is one of the most largest consumer market. Therefore, it is most important for cosmetic brand that to keep the competition advantage in the market in China.We research the theory of distribution channels in the treatise, and research the status in quo of China retail trade. We conclude the characteristics and the development trend between traditional channel and modern retail channel, and find the channel conflicts due to the competition. We discuss the influence that the channel conflicts bring on, and the management of the channel conflicts; Next, weanalyze the status quo of the cosmetic (skincare) trade, introduce the foreground of the cosmetic trade, discuss the characteristics of the cosmetic distribution channels, do the basal work for the improvement of the brand N's distribution channels; Third, we study the actualities of T company's distribution channels, and find the limitation and improvement area about the brand N. We introduce the detail of T company's distribution channels and how to management the channels conflicts.Then we analyze the feature of brand N's distribution channels, learn the limitation of the brand N, so the improvement of the brand N's distribution channels is necessary and we increase the competition advantage and sustainable development of brand N; Fourthly, after we do these mentioned above, we introduce the project about the improvement of brand N's distribution channels; Finally, we introduce the process and the effects of the project and analyze the importance for brand N that put the project in practice.This treatise has referenced to many relative books, put the theories and abundant practice together. We discuss and emphasize the status quo and the improvement of China retail distribution channels, develop the theories of channel conflicts management. Some thesis comes from the penman's practice in marketing and the cooperation with retailer, has actual effect and novelty. So it can be used the experience of the similar trades and brands for reference. The penman not only took part in the project, but also contributed more due to the practical experience. It is more determinant for the project that the penman running the test market and getting important experiences.